Voice on the High Street: Browns Family Jewellers

Name: Naomi Jenkinson, Browns Family Jewellers

Location: Harrogate

Year Established: 2010

Number of staff: 40

Website: www.brownsfamilyjewellers.co.uk

When was Browns Family Jewellers founded?

Browns Family Jewellers is steeped in rich history with the business having been in the family since the 1840s. It wasn’t until 2010 however that Simon Brown would take over his family’s legacy and create the modern Browns Family Jewellers that we know and love today.

What type of jewellery do you sell?

We have a vast selection of luxurious jewellery that caters to a wide range of tastes and budgets. We pride ourselves on selecting the finest pieces from bespoke antique and vintage designs. Showcasing stunning levels of craftsmanship, our new and contemporary items are perfect for everyday wear and special occasions. One of the areas that we have been particularly expanding is our engagement ring selection. The pieces in this range are all set with the highest quality diamonds and come available in all cuts and styles. We hope that all our customers will find the perfect engagement ring within our collection that will stand the test of time.   

What makes you stand out from your competitors?

Our unique stock enables us to stand out with our experts sourcing extremely exclusive antique and vintage pieces that can’t be found on the high street. The French antique and vintage designs in particular are second to none, each example exuding elegance and timeless beauty. All of our jewellery is of a high standard and is extremely competitively priced. Our wealth of industry knowledge and experience is evident across all areas of the company and various members of our staff have been with Browns Family Jewellers for many years. The stores are very welcoming and as a result new customers often find themselves returning to us again and again.

How has trading been over the last 12 months or so?

Trade has been really good this year. We, like many, experienced a lull just before the Brexit vote but are now certainly back on track and ready for the lead up to Christmas. We are also really pushing the marketing of our ecommerce site and high street stores, which has seen a great impact on revenue.

How important is ecommerce to the business?

Ecommerce is hugely important for our business. When customers decide to shop for an item they will often start by looking online. We look at our site not only as a means to sell our stock worldwide, but also as an online showroom for our six high street stores. We have focused extensively on the customer’s journey through the website, making it as easy as possible for new visitors to find the products they’re looking for and make a purchase. Positive feedback on Trustpilot is extremely important as it acts to reassure customers that buying jewellery online is both safe and secure. We see this as being the future of the jewellery industry.

Social media plays a huge role in ecommerce and engages new and existing customers through popular platforms such as Instagram, Facebook, and Twitter. This drives a significant level of traffic to our website. Social media also allows us to connect with our customers on a personal level, strengthening the relationship and understanding of our target demographic.

Having our own ecommerce site ultimately allows us to showcase our fantastic range to a wide and otherwise unreachable audience. It also goes without saying that the majority of customers today appreciate the convenience of online shopping. Our online shop offers quick customer service, fast delivery, order tracking and personalised rewards. Customers can depend on round-the-clock convenience, personal engagement through social media, and captivating content, all of which results in higher traffic levels and increased revenue.

What’s the next step for the company?

We have a lot of plans going forward, including the establishment of a higher presence on the high street with expansion on the cards, and a further increased focus on our ecommerce site and product range. There are a number of exciting developments in progress and it’s certainly a dynamic time for the company.